Lance Batson

Country Manager, USA and Canada (North America) at Avizor Eye Care Solutions | Dallas-Fort Worth Metroplex

About Lance Batson

Lance Batson currently serves as the Vice President of Sales, Marketing, and Operations at Booth Creek Wagyu, where he leverages his extensive background in Consumer Packaged Goods and the Food industry to drive strategic growth and operational excellence. With a proven track record in leading cross-functional teams, Lance oversees a dynamic group of thirty associates, including six direct reports, focusing on the integration of sales, marketing, and business analytics to enhance overall performance. His role encompasses the development and execution of innovative sales strategies across multiple channels, including Retail, Wholesale, E-commerce, and Food Service, ensuring that Booth Creek Wagyu remains at the forefront of the premium beef market.

Lance's expertise in market research and new business development has been instrumental in identifying emerging trends and consumer preferences, allowing the company to adapt its offerings effectively. His adeptness in account management and P&L management ensures that financial objectives are met while maintaining high standards of product quality and customer satisfaction. Additionally, Lance's skills in retail category management and pricing strategy enable him to craft compelling trade promotions that resonate with both consumers and retailers alike.

Under his leadership, Booth Creek Wagyu is not only enhancing its market presence but also fostering a culture of collaboration and innovation that empowers his team to excel. As the company continues to expand its footprint in the competitive landscape of premium beef, Lance's strategic vision and operational acumen will be pivotal in driving sustainable growth and profitability.

Lance Batson Work